Bringing back memories Packaging that offers added-value convenience shows you understand the shopper’s daily challenges and can make life a little easier. The Harris Poll on packaging found many consumers are willing to pay more for packages that are easier to open, store, or carry. Nostalgia is a very influential emotion. How can your packaging bring up positive memories with shoppers? Can you make them feel like a kid again, remind them of spending the holidays with their grandparents, or take them back to their college days? Nostalgia marketing seems to work particularly well with Millennials, now the largest consumer group in the U.S. Finding common ground Finding common ground can also include communicating shared values. Are natural or organic ingredients important to your ideal shopper? What about sustainability? Nielsen found 66 percent of global consumers are willing to pay a premium price for products from companies committed to positive social and environmental impact. The marketing messages you print on your packaging, and the materials you choose, say something about your brand values. Online dating and online shopping have a lot common. In some ways, they’ve made it people to meet and brands to connect with Yet, it’s also created some complications.
in easier for single consumers.
Talk to anyone who’s tried online dating, and they’ll express their frustration with seeing one thing on a date’s profile and finding another when they meet in person. Online shoppers have similar experiences with e-commerce packaging. You need a different strategy for e-commerce than you do for traditional retail settings. Brands should certainly consider the online shopping experience and use packaging that stands out on a category page full of products in the same way as on a crowded shelf. However, what happens after they click add-to-cart and check out matters, too. That’s why e-commerce giant Amazon is encouraging what’s been dubbed “frustration free packaging.”
|CPP INSIGHTS – NOVEMBER 2021
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